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To research or not?
Market research can be an extremely helpful tool for marketing decision. The key is to know when the decision to research is justified, says Muder Chiba. He says, a wise marketer knows when apparent costs of market research are actually a strategic investment in making better decisions.More...
Strategy vs Creative
As advertising in the recent times has become heavily skewed towards creative, the importance of strategy has been gradually diminishing, asserts Santosh Desai. The author contends that advertising strategy must be restored to a central place in the marketing plan More...
It's Just A Question of Style
Consistently effective salespersons do not have great secrets. They simply follow their personal style. Without worrying about anyone else's strengths or style, you can become as great a salesperson as you want to be, asserts Robert Jolles More...
Chiefly Speaking…
The traditional product-centred marketing approach is no longer sufficient in a world order that is driven by experiences, believes Dr Bernd Schmitt. Using Indian and international examples, he explains the basics of Customer Experience Management and how it can be effectively used to complement the traditional branding methods.More...


 
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